Providing peace of mind for mums to be

Aptaclub Ready. Steady. Go.

Peace of mind for expectant mums anytime, anywhere, with a mobile app that helps them feel prepared for the most amazing thing they’ll ever do: give birth.

Challenge

As the countdown to their due date approaches, pregnant mums begin to focus on feeling ready for birth. Because the web is full of conflicting opinions, we wanted to give mums a credible source of clear, trustworthy information and the means to plan and take charge of their own personal experience.

Insight

Feeling prepared for birth isn’t just about practicalities; it’s deep-rooted in a mum’s self-esteem. Their main emotional drivers were around feeling prepared, in control and calm.

Idea

Our existing Preparing for Birth app was already performing well, so we conducted user research to help create personas and a UX map for mums in late pregnancy to address their emotional and practical needs.

Based on this, the new app design included additional content to help mums feel prepared for birth and beyond. We added practical and time-saving pre-populated checklists for everything from packing her hospital bag to questions for her midwife, an events diary so she never misses an appointment, tips tailored to her week of pregnancy, push notifications and an all-important contraction timer.

Impact

The chart topping free app reaches huge numbers of mums, with the average user visiting 4 times. Virtually half of all visits were from returning users, with an average session time of nearly 12 minutes. What’s more, over 10,000 mums used our contraction timer during their labour in just one year.

“We’re delighted and impressed by how pregnant women have responded to the Preparing for Birth app. It’s tapped into a genuine need at this incredible time in their lives.”

Trevor Smith, Senior Brand Manager, Aptamil Consumer Connections

Reached No.1 in the app charts

Average users visits: 4

Average session time: 12 minutes